Do Pesantren Rules Moderate the Effects of Digital Marketing? A Mixed-Methods Study of Consumer Loyalty, Consumption Ethics, and Maslahah
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https://doi.org/10.26740/al-uqud.v10n1.p98-124Abstract
This study aims to analyze the effect of Digital Marketing on Consumption Ethics and Consumer Loyalty, as well as to examine the role of Pesantren Rules as a moderating variable in female students at Darussalam University (UNIDA) Gontor. The research method uses a mixed method. The quantitative research was conducted with 100 samples as calculated by G*Power and analyzed using SEM PLS 4.1.1.4, followed by qualitative research using a normative-empirical approach with thematic analysis. The research results show that Digital Marketing has a positive and significant effect on Consumer Loyalty and Consumption Ethics, so H1 and H3 are accepted, and Pesantren Rules also have a positive and significant effect on Consumer Loyalty, so H4 is accepted. Meanwhile, Consumption Ethics has a positive but not significant effect on Consumer Loyalty, H2 is rejected, and H5 is accepted because Pesantren Rules prove to negatively and significantly moderate the effect of Digital Marketing on Consumer Loyalty, indicating that an increase in Pesantren Rules tends to weaken the influence of Digital Marketing on Consumer Loyalty. From a maslahah perspective, pesantren rules (restrictions on mobile phone use) can be seen as a preventive tool to protect maslahah and reduce the potential mafsadah of shopping using digital.
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